Brand butler offerings can be an effective way to show potential customers that you care — see, for example, Toyota’s “glass of water” mobile app designed to help consumers reduce their emissions. However, when offered only to your best customers, such extras can allow a brand to express true appreciation. Visa undertook such a strategy when it sponsored luxury loos at a music event and reserved them exclusively for the use of its Signature cardholders. It’s also what Virgin Atlantic has recently done for its upper-class passengers through a partnership with The Left Shoe Company, a bespoke men’s footwear brand.